"Integration" in communication management: conceptual and methodological considerations
Article Abstract:
Issues concerning the use of empirical research to examine the idea of "integration" within the field of communication management are discussed. The development of systematic measures, which may be useful for further analysis, are described.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2000
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New brands: near-instant loyalty
Article Abstract:
Issues concerning the examination of loyalty towards new brands are discussed. In 20 cases out of 23 examined an almost immediate loyalty was unexpectedly discovered and further empirical research is planned.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2000
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Consumers' perception and misperception of market leadership and market pioneership
Article Abstract:
If consumers mistakenly believe that a particular product is the market leader then it will be preferred and evaluated as highly as if it was the market leader.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2003
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